LiveWorld POVPinterest

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Your brand lives in the voice of your customers

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onfidentialPatent Pending

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• Virtual cork board that

allows users to “pin” content they like or want to sort and keep

• Social component allows users to see each other’s pins and “re-pin” ones you like

Pinterest Overview

• Creates collections of images based on subjects

• Simple to browse pins both by subject and from those you know

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Why Now?

Estimated unique visitors to Pinterest.com increased by 429% from Sept to Dec 2011

Source: Compete.com & BrianSolis.com

Pinterest is referring almost as much traffic as Twitter.

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Pros

• Visual display instantly appealing

• Simple to use• Very viral; easy to see

others’ pins and collect them as your own

• Strong organizational tool

• Fast growing model• Sticky content model• Strong ties with

Facebook

Cons

• Requires images• Communication limited

to visual only• Low use by men• Limited uses for non-

visual products• Relatively low audience

(but growing fast)• Most have small groups

of followers (vs. Twitter)

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The return of the impulse buy!

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Why Pinterest is Different

• Instant audience: Leverages existing social contacts by using Facebook and Twitter for account creation

• Elite membership: Teases with limited browsing, but to become a member, you have to either be invited by a member or submit a request for an invitation

• Personal content recommendations: Shows you content and people to follow based on interests you declare during registration

• Designed from the best: Borrows successful design elements including feed updates, followers, sharing, tagging, and likes

• Continuing evolution: Launches Facebook Timeline App, search components, and APIs are coming soon

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Different Usage Pattern

• Very engaging browse, join, collect, and share usage pattern

• Highlights topically organized pictures, which are more visually appealing, and easier to digest than text

• Connects with people beyond your personal network to those with similar interests

• High appeal for women topics like food, cooking, apparel, interior design, DIY /crafts and shopping

• Leverages Facebook Timeline App as a significant return and sharing tool

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Business Value

• Site referrals: Pins lead customers directly back to you.

• Discovery and Purchase: Browsing lends to product discovery and purchases both directly and through affiliates.

• SEO: Links in from a new source.

• High value for some businesses: Businesses in design, DIY, event planning, food, apparel, retail and high end consumer goods have high potential value. Lifestyle images work well.

• Research and insights: Customer images teach the brand about use cases, trends, interests, and sharing patterns.

• Local opportunity: High potential for local value (best of city, my store, community outreach and activities).

• Videos allow for deeper explanation and how-to-guides.

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Case Study: Chicago Tribune’s Redeye.com

• Started with their Facebook page Inviting their fans to submit

photos to be included on their

Pinterest page

• This clever approach Leveraged their existing followers

Gave them an instant content supply

Provided research into the type of content they should post to Pinterest

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Business Take-Aways

• Ready yourself Images: To become a pin, first there has to be an image. The stronger

the image, the better the viral spread

Add Pinterest button to sites to encourage sharing

• Join the fun! Create a company Pinterest page; show products and personality

Cross-invite other Social Media groups to see your pins (Facebook and Twitter)

Identify Pinterest influencers in your space and create relationships

Consider linking your affiliate program

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Brands to watch

• Whole Foods (http://pinterest.com/wholefoods/)

• Martha Stewart (http://pinterest.com/marthastewart/)

• Better Homes and Garden (http://pinterest.com/bhg/)

• Real Simple (http://pinterest.com/realsimple/)

• West Elm (http://pinterest.com/westelm/)

• HGTV (http://pinterest.com/hgtv/)

• Nordstrom (http://pinterest.com/nordstrom/)